The word’s out about a home for poetry

National Poetry Centre

The challenge

The National Poetry Centre in Leeds will be, in Simon Armitage’s words, “the pride of the region” – a creative and educational hub of literature in Yorkshire, for the nation. We’ve been tasked with raising awareness of the project across the cultural sector and, at a deeper level, making the case for poetry itself as an iconic and fundamental part of British culture.

Our goal is to earn credibility and trust amongst funders, partners, the public and the media as the establishment of a national home for poetry gets underway.

The work

From the start, we drew up a comprehensive communications strategy that the National Poetry Centre could use within their funding advocacy, building momentum around project achievements. We’ve looked for ways to spark excitement about the Centre ahead of more visible construction milestones, identifying opportunities to participate in cultural events and national discourse.

Focusing on the Centre’s new and ongoing programme – and working with partners including the National Literacy Trust and West Yorkshire Combined Authority – we’ve raised the profile of the project, promoting the very first Young Poets Week in the UK and delivering a Radio 4 spot with Simon Armitage about the Young Laureates Programme.

Photo of four people, including Poet Laureate Simon Armitage, standing outside with coats on, smiling at the camera.
NATIONAL POETRY CENTRE
Photo of a young man in a denim jacket, speaking into a microphone. A green banner behind him reads, ‘Find your voice’.
DAVID LINDSAY
A child sits at a table writing in a lined notebook, seen from behind with their head and shoulders visible.
NATIONAL POETRY CENTRE
Photo of four people smiling and posing together for photographs. The two women are wearing colourful clothes and the two men are in smart jackets.
DAVID LINDSAY

The impact

The Simon Armitage feature on Radio 4 achieved immediate results, underpinning the team’s work to achieve a target of 900 schools signing up from across the country to take part. Meanwhile, we’ve reached an audience of over 800 million through our targeted communications strategy, earning interest across the main national, regional and specialist titles. The Centre has already entered the national narrative, securing government funding and kindling public enthusiasm.

By creating consistent coverage and ambitious, but achievable, campaigns, we’re maintaining the momentum that’s kick-started the case for a National Poetry Centre.

A collage of press coverage highlighting the National Poetry Centre and youth poetry initiatives. Logos and headlines from BBC Radio 4 (Today and Front Row), The Guardian, The Independent, AP Arts Professional, and The Week Junior reference a £5m government grant, the launch of a National Poetry Centre in Leeds, creative exchange programmes, and support for young poets. Images include a group of poets standing together on stage, a young boy reading a poem into a microphone, and a portrait of a poet in a coat and scarf.

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